红塔集团卷烟销售分销体系的运行模式、评价与创新研究
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摘要
本文通过对红塔集团卷烟分销体系的环境、要素、机制等方面的分析研究，构建了一个红塔集团分销体系运行机制的基本模式图。借助组织行为学中的有关冲突的理论，对红塔集团卷烟分销渠道冲突的原因、表现形式进行了研究，提出了渠道冲突的管理与协调的方法。并且从生产商(红塔集团)的角度，分别按分销商(烟草公司)、分销渠道及整个分销体系三个层次建立了相应的评价指标和评价方法。其中，从定性、定量两方面对分销商(烟草公司)进行了评价，采用分销渠道损益表法、潜在市场与实际对比法对分销渠道进行评价，而且，从理论上构建了将模糊集合论与层次分析法相结合的综合评价测度模型，据此对红塔集团卷烟分销体系竞争力进行了评价。根据红塔集团卷烟分销体系环境的变迁、渠道冲突、分销体系评价结果等，进一步分析了红塔集团卷烟分销体系调整的原因与步骤，并提出了分销体系调整的形式和内容。同时，也提出了分销体系创新的三种形式，即分销体系一体化、媒介营销、分销体系战略。
除了对以上几方面的理论探讨，本文还以上述理论为依据，对面临分销体系调整与变革的卷烟行业中的红塔集团进行了案例研究，试图将本文对红塔集团卷烟分销体系的尝试研究应用到我国烟草行业的分销体系的变革中进行探索。
This paper develops a nomal model of the cigarette distribution system of HongTa group by analyzing the environment, factors,mechanism about the cigarette distribution system of HongTa group,It analyze the reason, way of the cigarette channel of HongTa group conflict by quoting the theory of conflict of Orgnazition Behavior,put thes forward to some measures to manage and coordinate channel conflict.It also,from the manufacture's (HongTa group)position,designs some indexes and methods for evaluating distributors(tobacco company),channels and the cigarette distrubution system of HongTa group,which evaluates distributions between qualitative aspect and quantitative aspect,evaluates channel by using channels' value-lose-table method and results comparing method,evaluates the cigarette distribution system's of hongta group competitive power by applying an envaluating model which develops from Fuzzy and AHP.According to the environments changing,channel conflict,envluating results,it analyzes the reason and steps
about the adjustment of the cigarette distrubution system the cigarette,offors the style and content of the adjustment,also puts foaward to three styles of innovation of the cigarette distrubution system the cigarette by quoting the innovation theory.
Besides another focal point of this paper is that it applies the above theories to the HongTa group,ao as to explore the application to the reform of the tobacco field of China distrubution system.
除了对以上几方面的理论探讨，本文还以上述理论为依据，对面临分销体系调整与变革的卷烟行业中的红塔集团进行了案例研究，试图将本文对红塔集团卷烟分销体系的尝试研究应用到我国烟草行业的分销体系的变革中进行探索。
This paper develops a nomal model of the cigarette distribution system of HongTa group by analyzing the environment, factors,mechanism about the cigarette distribution system of HongTa group,It analyze the reason, way of the cigarette channel of HongTa group conflict by quoting the theory of conflict of Orgnazition Behavior,put thes forward to some measures to manage and coordinate channel conflict.It also,from the manufacture's (HongTa group)position,designs some indexes and methods for evaluating distributors(tobacco company),channels and the cigarette distrubution system of HongTa group,which evaluates distributions between qualitative aspect and quantitative aspect,evaluates channel by using channels' value-lose-table method and results comparing method,evaluates the cigarette distribution system's of hongta group competitive power by applying an envaluating model which develops from Fuzzy and AHP.According to the environments changing,channel conflict,envluating results,it analyzes the reason and steps
about the adjustment of the cigarette distrubution system the cigarette,offors the style and content of the adjustment,also puts foaward to three styles of innovation of the cigarette distrubution system the cigarette by quoting the innovation theory.
Besides another focal point of this paper is that it applies the above theories to the HongTa group,ao as to explore the application to the reform of the tobacco field of China distrubution system.
引文
[1] 甘碧群·宏观市场营销研究武汉·武汉大学出版社·1994
[2] 吕一林·营销网络战略．广州·广东经济出版社·1998，
[3] 牛海鹏·邴春亭·李兴华编著·销售通路管理北京·企业管理出版社·1998
[4] [美]迈克尔 J 贝克主编·李垣主·市场营销百科·辽宁教育出版社·1998
[5] [美]菲利普 科特勒等著·郭国庆·市场营销管理(亚洲版．下)·北京·中国人民大学出版社·1997
[6] 孙明贵·九十年代西方流通体制的新变化·外国经济与管理·1996
[7] William M Pride.marketing Concept and Strategies.Houghton Mifflin Compally,1993
[8] [美]H 范里安·费方域·微观经济学·现代观点·上海三联书店上海人民出版社·1994
[9] 中国统计摘要1997·中国统计出版社·1997
[10] 中国统计年鉴1997·中国统计出版社·1997
[11] 韩文秀·买方市场条件下的宏观调控·管理世界·1998·5
[12] 中国商品市场的发育与完善课题组·中国商品市场的发育与完善·经济管理出版社·1994
[13] 宋华、徐杰·跨世纪的市场营销·中国工业经济·1998 8·52
[14] 邓江·现代市场经济条件下营销渠道系统创新探讨·北京商学院学报·1997
[15] Stern. Distribution channels as Political Economics: A Framework for Comparative Analysis. Journal of Marketing 1996
[16] Allan J Magrath Access to Markets: Distribution channel Management.AMACOM,1994
[17] 王垒·组织管理心理学·北京大学出版社·1993
[18] Judy A siguaw, Penny M Simpson, Thomas L Baker. Effects of Supplier market Orientation on Distributor Market Orientation and Channel Relationship. The Distributor Perspective, Journal of Marketing, 1998
[19] Tom Duncan, Sandra E Moriarty. A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 1998
[20] Nirmalya Kumar, Lisa K Scheer, Jan-Benadict E M Steenkamp. Interdependence, Punitive Capability, and the Reciprocation of Punitive Actions in Channel Relationships. Journal of Marketing Research,1998
[21] Christine Moorman. Competitive Response and Consumer Dynamics. Journal of Marketing Research, 1998
[22] 同真·从济南七商场“罢售”看长虹·中国消费者报·1998
[23] [加]休克 J 阿诺德，[美]丹尼尔 C 菲尔德曼·组织行为学·北京·中国人民大学出版社·1990
[25] Debi Prasad Mishra, Jan B Heide, Stanton G Cort. Information Asymmetry and Levels of Agency Relationships. Journal of Marketing Research, 1998
[26] Christine Moorman. Market-Level Effects of Information: comeetitive Responses and Consumer Dynamics. Journal of Marketing Research
[27] 邱益中·国内外学者对企业组织冲突问题的研究·外国经济与管理·1996
[28] 陈捷·认知冲突和情绪冲突对组织绩效的影响·外国经济与管理·1998
[29] Kurt Salmon Associates, Inc. Managemen Consultants: Efficient Consumer Response. UCC/GMA/FMI/NFBA/AMI, 1993, (January)
[30] [美]迈克尔 波特、姚宗明、林国龙·竞争战略·三联书店·1998
[31] [美]迈克尔 波特、夏中华·竞争优势·中国财政经济出版社·1998
[32] 陈静宇·信息时代的工商协同战略·中国流通经济
[33] 薛迪群·管理会计·同济大学出版社·1997
[34] 陈亚荣、汤兵勇·市场营销的定量分析方法·中国纺织出版社·1997
[35] 李洪兴、汪培庄·模糊数学·国防工业出版社·1994
[36] 刘新宪、朱道立·选择与判断—AHP(层次分析法)决策·上海科学普及出版社·1990
[37] 唐幼纯、李丰、赵定涛、汤书昆、杨皖苏·区域形象评价方法研究·预测·1998
[38] [日]河原祜介·流通渠道战略·东京创成社·1993
[39] Hunt, Kenneth A. The Relationship Between Channel Conflict and Information Processing. Journal of Retailing, 1995
[40] James R Brown. Interdependency, Contracting, and Relational Behavior in Marketing Channels. Journal of Marketing, 1996,60 (October)
[41] Kumar, Nirmalya. The Power of Trust in Manufacturer-Retailer Relationships. Harvard Business Review,1996,74(November/December)
[42] 陈志昂·商品流通体系变革论·浙江人民出版社·1996
[43] 任兴洲、王微·商品分销网络·走向成功的金钥匙·中国商业出版社·1997
[44] 张友仁·论流通组织创新中的市场组织创新·商业经济与管理·1996
[45] 陈静宇·日本汽车产品的市场流通体系·现代日本经济·1997
[46] 汪丁丁·制度创新的一般理论．经济研究·1992
[47] 陈伟·创新理论·科学出版社·1996
[48] [台]刘常勇·网路营销·中国软科学·1997
[49] 谢碧伦·商业快速回应系统(QR/ECR)·信息与电脑·1998
[50] [加]罗吉 M 喜乐、[芬兰]皮亚、[加]伊德常、，张玉利·构筑战略营销渠道·销售与市场·1994
[51] 高继军·市场营销理论的制度变迁与创新．中国流通经济·1997
[52] A Fuat Firat and Erdogan Kumcu. The Marketing Channel Game "disp-Para-SimS": An Experiential learning Exercise. Marketing Education Review, 1998,(4)
[53] 陈静宇·日本企业的系列化体制．现代日本经济·1997
[54] 朱杰、康灿华·我国汽车产品销售体制分析研究．工业技术经济·1997
[55] [芬兰]克里斯丁 格朗鲁斯·关系营销价值、交互和对话过程．国际经贸研究·1998
[56] [法]泰勒尔·产业组织理论·中国人民大学出版社·1997
[57] 凌伟鸣、陈玉明·商业信息管理自动化与POS系统．商业经济管理·1996
[58] 苗绿主编，中国烟草，中国烟草杂志社，2002
[59] 汪建中编，四川烟草通讯，《四川烟草通讯》出版，2002
[2] 吕一林·营销网络战略．广州·广东经济出版社·1998，
[3] 牛海鹏·邴春亭·李兴华编著·销售通路管理北京·企业管理出版社·1998
[4] [美]迈克尔 J 贝克主编·李垣主·市场营销百科·辽宁教育出版社·1998
[5] [美]菲利普 科特勒等著·郭国庆·市场营销管理(亚洲版．下)·北京·中国人民大学出版社·1997
[6] 孙明贵·九十年代西方流通体制的新变化·外国经济与管理·1996
[7] William M Pride.marketing Concept and Strategies.Houghton Mifflin Compally,1993
[8] [美]H 范里安·费方域·微观经济学·现代观点·上海三联书店上海人民出版社·1994
[9] 中国统计摘要1997·中国统计出版社·1997
[10] 中国统计年鉴1997·中国统计出版社·1997
[11] 韩文秀·买方市场条件下的宏观调控·管理世界·1998·5
[12] 中国商品市场的发育与完善课题组·中国商品市场的发育与完善·经济管理出版社·1994
[13] 宋华、徐杰·跨世纪的市场营销·中国工业经济·1998 8·52
[14] 邓江·现代市场经济条件下营销渠道系统创新探讨·北京商学院学报·1997
[15] Stern. Distribution channels as Political Economics: A Framework for Comparative Analysis. Journal of Marketing 1996
[16] Allan J Magrath Access to Markets: Distribution channel Management.AMACOM,1994
[17] 王垒·组织管理心理学·北京大学出版社·1993
[18] Judy A siguaw, Penny M Simpson, Thomas L Baker. Effects of Supplier market Orientation on Distributor Market Orientation and Channel Relationship. The Distributor Perspective, Journal of Marketing, 1998
[19] Tom Duncan, Sandra E Moriarty. A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 1998
[20] Nirmalya Kumar, Lisa K Scheer, Jan-Benadict E M Steenkamp. Interdependence, Punitive Capability, and the Reciprocation of Punitive Actions in Channel Relationships. Journal of Marketing Research,1998
[21] Christine Moorman. Competitive Response and Consumer Dynamics. Journal of Marketing Research, 1998
[22] 同真·从济南七商场“罢售”看长虹·中国消费者报·1998
[23] [加]休克 J 阿诺德，[美]丹尼尔 C 菲尔德曼·组织行为学·北京·中国人民大学出版社·1990
[25] Debi Prasad Mishra, Jan B Heide, Stanton G Cort. Information Asymmetry and Levels of Agency Relationships. Journal of Marketing Research, 1998
[26] Christine Moorman. Market-Level Effects of Information: comeetitive Responses and Consumer Dynamics. Journal of Marketing Research
[27] 邱益中·国内外学者对企业组织冲突问题的研究·外国经济与管理·1996
[28] 陈捷·认知冲突和情绪冲突对组织绩效的影响·外国经济与管理·1998
[29] Kurt Salmon Associates, Inc. Managemen Consultants: Efficient Consumer Response. UCC/GMA/FMI/NFBA/AMI, 1993, (January)
[30] [美]迈克尔 波特、姚宗明、林国龙·竞争战略·三联书店·1998
[31] [美]迈克尔 波特、夏中华·竞争优势·中国财政经济出版社·1998
[32] 陈静宇·信息时代的工商协同战略·中国流通经济
[33] 薛迪群·管理会计·同济大学出版社·1997
[34] 陈亚荣、汤兵勇·市场营销的定量分析方法·中国纺织出版社·1997
[35] 李洪兴、汪培庄·模糊数学·国防工业出版社·1994
[36] 刘新宪、朱道立·选择与判断—AHP(层次分析法)决策·上海科学普及出版社·1990
[37] 唐幼纯、李丰、赵定涛、汤书昆、杨皖苏·区域形象评价方法研究·预测·1998
[38] [日]河原祜介·流通渠道战略·东京创成社·1993
[39] Hunt, Kenneth A. The Relationship Between Channel Conflict and Information Processing. Journal of Retailing, 1995
[40] James R Brown. Interdependency, Contracting, and Relational Behavior in Marketing Channels. Journal of Marketing, 1996,60 (October)
[41] Kumar, Nirmalya. The Power of Trust in Manufacturer-Retailer Relationships. Harvard Business Review,1996,74(November/December)
[42] 陈志昂·商品流通体系变革论·浙江人民出版社·1996
[43] 任兴洲、王微·商品分销网络·走向成功的金钥匙·中国商业出版社·1997
[44] 张友仁·论流通组织创新中的市场组织创新·商业经济与管理·1996
[45] 陈静宇·日本汽车产品的市场流通体系·现代日本经济·1997
[46] 汪丁丁·制度创新的一般理论．经济研究·1992
[47] 陈伟·创新理论·科学出版社·1996
[48] [台]刘常勇·网路营销·中国软科学·1997
[49] 谢碧伦·商业快速回应系统(QR/ECR)·信息与电脑·1998
[50] [加]罗吉 M 喜乐、[芬兰]皮亚、[加]伊德常、，张玉利·构筑战略营销渠道·销售与市场·1994
[51] 高继军·市场营销理论的制度变迁与创新．中国流通经济·1997
[52] A Fuat Firat and Erdogan Kumcu. The Marketing Channel Game "disp-Para-SimS": An Experiential learning Exercise. Marketing Education Review, 1998,(4)
[53] 陈静宇·日本企业的系列化体制．现代日本经济·1997
[54] 朱杰、康灿华·我国汽车产品销售体制分析研究．工业技术经济·1997
[55] [芬兰]克里斯丁 格朗鲁斯·关系营销价值、交互和对话过程．国际经贸研究·1998
[56] [法]泰勒尔·产业组织理论·中国人民大学出版社·1997
[57] 凌伟鸣、陈玉明·商业信息管理自动化与POS系统．商业经济管理·1996
[58] 苗绿主编，中国烟草，中国烟草杂志社，2002
[59] 汪建中编，四川烟草通讯，《四川烟草通讯》出版，2002